Chief Marketing Officer
About MAV Beauty
MAV Beauty is a fast-growing, global beauty company with a portfolio of high-performance brands across haircare, personal care, and beauty-led wellness. Headquartered in Vaughan, Ontario, our portfolio — Marc Anthony True Professional, Cake Beauty, Renpure, and Sky Organics — is supported by MAV Beauty's brand-building platform, designed to empower distinct brand strategies while delivering scale through an established retail network in the US and Canada as well as other select global markets. Marc Anthony is a salon-inspired, high-performance haircare brand on a journey to build a loyal, engaged community established on a strong foundation in creator and earned-media culture. The brand is entering a new phase of growth focused on always-on creator engagement, category-defining social presence, and building a scaled commerce layer through social shopping.
The Director, Earned & Owned Media owns the creator ecosystem for Marc Anthony, with a mandate to shift the brand from a campaign-driven cadence to an always-on model that drives sustained awareness, content volume, and demand. This role is single-brand and channel-deep: it owns creator strategy and relationships, affiliate and social commerce (including the launch of TikTok Shop), Marc Anthony's organic social presence, content amplification, and PR/earned media.
A Creator-Economy Builder: You think in always-on systems, not campaigns — building repeatable, scalable creator and affiliate programs rather than one-off activations.
A Commerce-Minded Communicator: You see influencer, affiliate, and organic social as one connected ecosystem, not three separate disciplines, and you know how to turn content into a growth channel.
A Relationship Investor: You build long-term, always-on partnerships with creators and ambassadors rather than transactional, campaign-by-campaign deals.
Hands-On and Execution-Fluent: You're comfortable operating deep in the work — briefing creators, managing affiliate platforms, shaping organic content — while still setting the overarching strategy.
Data-Informed: You use engagement, EMV,



and affiliate/commerce performance data to continually refine what's working and reallocate investment accordingly.
Own and evolve Marc Anthony's creator strategy, shifting from campaign-based activity to a consistent always-on model spanning gifting, paid partnerships, and organic mentions
Build and manage a roster of longer-term always-on creators and ambassadors, prioritizing sustained relationships over one-off activations
Lead creator selection, negotiation, and briefing, ensuring content quality, authenticity, and consistent output across the roster
PR & Earned Media
Own PR and earned media strategy for Marc Anthony, driving ongoing brand conversation and supporting product and brand moments
Build a scalable approach to earned media relations through proactive seeding, real-time responsiveness, and cultivation of long-term brand advocates
Lead press moments, media relationships, and brand storytelling in partnership with external PR support as needed
Monitor competitive and category conversation to inform ongoing earned media opportunities
Lead MAV's first foray into affiliate and social commerce, launching and managing TikTok Shop as a pilot to establish the operational and creative playbook
Where it makes sense, integrate affiliate incentives with organic creator strategy — using it as one more lever to earn ongoing mentions and content, not a stand-alone initiative
Organic Social & Content
Own and elevate Marc Anthony's owned social channels with a social-first content strategy that increases volume, engagement, and cultural relevance
Integrate creator-generated content into owned channels to drive authenticity and content velocity




Partner with Creative and Brand to ensure a consistent, modern brand voice across all organic content
Lead content amplification efforts, ensuring high-performing organic and creator content is extended for maximum reach
Serve as the key creator and content input into paid social and paid amplification campaigns, identifying and recommending top-performing organic and creator content for paid support
Own creator content usage-rights timelines, and lead renegotiation and renewal of usage terms with creators and their representatives in partnership with Legal
Partner closely with the Paid Media team to ensure paid investment is directed toward the highest-performing organic and creator content — without owning the paid media budget or strategy directly
Partner closely with Brand, Creative, and E-commerce teams to ensure creator, affiliate, and content strategies ladder into broader brand and business priorities
Manage relevant agency or freelance support with clear expectations, performance tracking, and budget oversight
8+ years of experience in influencer marketing, PR, or social media, ideally within beauty, personal care, or lifestyle brands
~ Bachelor's degree in Marketing, Communications, or a related field
~ Demonstrated experience building always-on creator/influencer programs, not just campaign-based activations
~ Direct experience with affiliate and social commerce platforms (TikTok Shop, Amazon affiliate/creator programs, ShopMy, or similar)
~ Robust track record in organic social strategy and content-led community growth
~ Exceptional relationship-building skills with creators, talent partners, and media contacts

MAV Beauty is committed to providing equal opportunities for all applicants and employees regardless of race, ancestry, place of origin, color, ethnic or national origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences (for which a pardon has been granted), disability, marital or family status, or any other characteristic protected by law.

📌 Director, Earned & Owned Media: Marc Anthony True Professional (Vaughan)
🏢 MAV Beauty
📍 Vaughan